It’s no newsflash that loyalty programs are an effective customer engagement strategy. But now Leicester and Nottingham residents can earn rewards just for keeping up with the headlines by subscribing to the daily news.
The Local World, one of the UK’s largest regional newspaper publishers, has just launched a loyalty program called “Plus,” which aims to help the brand achieve several customer engagement goals.
A good loyalty program can demonstrate appreciation to valuable customers, while also attracting new customers through a host of rewarding promotions. But one of the major benefits also comes via the data that brands can collect from participants. This data can be leveraged to gain a deeper understanding of customers, so even more relevant and meaningful rewards can be continually offered.
This is Local World’s plan for Plus.
"Plus will encourage loyalty for Local World's paid-for subscriber, whilst still encouraging data sharing for free users,” said Paul Serby, CTO at Clock, the digital firm that designed Plus. “It is a brave move away from its strong heritage of added-value sales promotions where value is accessible to all readers irrespective of commitment or loyalty. This loyalty program will reduce one-off sale hits to infrequent customers and give Local World true consumer value through data capture and subscription commitment."
Soon after being unveiled for readers in Leicester and Nottingham, Plus will become available across a network of 74 Local World websites.
Plus has also launched with two tiers. Everyone who registers will be eligible to earn rewards. However, paid subscribers will be able to earn a wider array of exclusive offers including free products, VIP event access, and entrance into exciting competitions. Some offers will be worth up to £455.
Plus promises to be both flexible and rewarding. Furthermore, Clock’s loyalty program platform will give Local World the data capture capabilities needed to understand how to better meet and serve their customers going forward.
"Demand for local content is stronger than ever, but our subscription systems were supply based, reliant on outbound canvassing, and our promotions strategy only provided for short term spikes in single copy sale,” said David Allen, Local World Promotions Director. “This platform provides real incentive for readers to subscribe by offering them the products they want through better understanding of their habits. We can reward our most valuable consumers, give them the flexibility to choose how to pay and monetize our vast consumer footprint."
Nearly 1,000 people have already registered within the first week of Plus’ launch, and have accounted for almost 10,000 user interactions so far.